Picture Peace:   A not for profit social messaging firm

Steve Lundin, BIGfrontier’s founder, developed the BIGFrontier method in 1988, during his first post college stint as Public Relations Director for Picture Peace, a not for profit organization committed to disseminating messages of social awareness through artwork. The company had a vision and capital but no real plan or idea to put into action. Lundin worked with Richard Duardo, a well known Los Angeles based artist, to develop the first “BIG Idea,” the development of a Mobile Museum, a full sized semi tractor trailer outfitted inside and out as a modern art gallery on wheels.

By the end of the season the project had been covered in every major media outlet from LA to NY and was a welcome guest at fairs and festivals across the country. The first exhibition addressed nuclear disarmament and global peace. Once the idea was in place Lundin traveled between New York and Los Angeles, collecting loaned works addressing social issues from some of the luminaries of the art world: Peter Max, Keith Haring, Marc Kostabi, Robert Longo and a host of others. Within six weeks the Mobile Museum was fully designed and built and filled with close to two million dollars in artwork.

The next step to find the biggest stage possible to roll out the concept. The crew headed South to Atlanta where the Mobile Museum was unveiled live on CNN during the opening of the 1988 Democratic National Convention. Norman Cousins and various members of the Brat Pack were in attendance for the event. From that point it was easy to amass coverage and the Museum was quickly scheduled for a coast to coast tour. By the end of the season the Museum had appeared in virtually every major media outlet from NY to LA and had set up for exhibitions around the country. The first exhibit addressed global disarmament. Shortly thereafter the Berlin Wall fell and the rest is history.